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About the International Journal of Mobile Marketing (IJMM)
The award winning MMA International Journal of Mobile Marketing (IJMM) is published twice annually. The journal provides a medium for academics, students, and industry professionals from around the world to share their insights and research on how the mobile channel can be effectively used for marketing.
We are going digital.
The MMA is happy to introduce a new digital way to purchase and read your International Journal of Mobile Marketing! We are no longer offering print editions of future IJMM editions; however, limited copies of older journals are still available for purchase.
Download an electronic copy today, single articles and full journal downloads are now available. To order back issues of the journal, please contact us at [email protected].
By purchasing these products, you agree to the following Terms and Conditions.
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Parameters Of Mobile Advertising: A Field Experiment By Hairong Li, Brian Stoller Type: Article Price: $8.50 This study examined the effectiveness of mobile web advertising through a field experiment. Using a precampaign (control) and during-campaign (exposed) survey design, the study documented the lift in brand recall, brand association, and purchase intent as a result of exposure to mobile advertising and subsequent clicks on mobile ads in a national mobile campaign. |
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Market For Third Screen: A Study Of Market Potential Of Mobile TV And Video Across The U.S. And Selected European Countries By Kala C. Seal, Khulan Bayartsaikhan, Paul Danielak, Kyle Dunst, Jason Guibert, Lara Luxford, Raffi Romanossian, Michael Storti Type: Article Price: $8.50 Mobile television is the latest evolution in the capabilities of mobile devices, culminating in the marriage of media companies with telecommunications companies. Media companies see mobile TV as a new distribution medium enabling them to reach a broader audience and to drive busi-ness to their products. Telecommunications companies see it as a new value proposition for a mobile market, and thus a new opportunity. |
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Case Study: Conducting A Web-Based Survey Of Mobile Content Usage By Australian Mobile Phone Consumers
By Oliver Weidlich, Marisa Maio Mackay
Type: Article Price: $8.50 With a subscriber base of 19.89 million (97% penetration), the Australian mobile customer base is relatively small, but significant (Netsize, 2007). However, apart from high level industry insights like predicted growth rates and voice and data usage figures, very little was known about specific mobile behaviours, preferences and perceptions of the local market. Without this insight it was difficult to knowledgably assess the Australian mobile content industry. The Australian Mobile Phone Lifestyle Index Survey was introduced to help address the information deficit. |
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Branding Over Mobile And Internet Advertising: The Cross-Media Effect
By Alex Wang
Type: Article Price: $8.50 This study examined the effect of cross-media integration of an advertiser’s Short Message Service (SMS) messages and website that featured relevant advertising messages on consumers’ perceived media engagement, message strength, and brand attitudes. |
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Mobile Marketing Systems: Framework And Technology Enabler
By Gewei Ye
Type: Article Price: $8.50 This article proposes a theoretical framework to categorize mobile marketing systems for marketing communication and then develops a novel m-commerce technology to demonstrate the framework. Mobile marketing encompasses to marketing communication activities such as advertising and customer retention that employ wireless devices and networks. Past research has studied consumer acceptance of mobile technology. However, mobile marketing systems that enable mobile marketing with computer and wireless technologies have received little attention. |
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Mobile Media Use And Its Impact On Consumer Attitudes Toward Mobile Advertising
By Jong Woo Jun, Sangmi Lee
Type: Article Price: $8.50 This empirical study researched cell phones, the representative mobile media, based on the approach of uses and gratifications. Using U.S. college students as a sample we explored the relationships among uses and gratifications, attitudes toward mobile advertising, and behavioral intentions, and constructed a mobile advertising model. |
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Language Assistance Products Support Mobile Advertising In Underprivileged Countries
By Rafael Salaberry, Larry Upton
Type: Article Price: $8.50 This concept examines wireless technology usage in low income and high-density regions of the world and offers reasons as to why mobile language instruction products, subsidized by context-relevant advertising, would prove an effective means to offset traditional costs associated with deploying wireless infrastructure, handsets and mobile content. |
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Design Sketch: The Context Of Mobile Interaction By Jared Braiterman, Nadav Savio Type: Article Price: $8.50 Designers of mobile applications have long understood that mobile devices are operated within a context of significant constraints and environmental distractions. Despite this knowledge, many mobile applications are designed as if they were merely shrunken desktop or web applications. This article describes a model of context for mobile interactions and a set of design heuristics for successful mobile interactions for marketers and advertisers. |
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Need Based Calling: Staying Connected In A Disconnected World By Theo Callahan Type: Article Price: $8.50 Most mobile marketing campaigns target the mobile device user as the recipient of marketing information, but sales and marketing professionals may also use the devices to disseminate marketing information more effectively. Need Based Calling software is designed to automate outbound calls on PDA phones allowing users of smartphones to make smart phone calls. Upon activation, the software creates a queue of phone calls to be made and then automates the process of dialing the contacts in the queue, one after the other. After each call, the PDA screen shows the information for the next call in the queue and, after a brief delay to allow the user to read about who they are calling and why, dials the contact. |
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Developing Mobile Marketing Strategies By Ashok Ranchhod Type: Article Price: $8.50 This is a conceptual paper looking at how technological factors have led marketing to its present state with regards to mobile marketing. With mobile marketing set to grow exponentially as technology improves and prices drop, this paper attempts to search for models for marketing best practice over the next few years. |
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